Choosing an Objective

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1. Overview

Selecting your objective is the first step in the new objective-based advertising. Choosing your objective helps us streamline and customize your campaign creation.

An objective is the action you want your customers to take after seeing your ad.  We support full funnel objectives from awareness to conversion.

Objectives are grouped into 3 categories:

• Awareness campaigns maximize your brand’s share-of-voice through impressions.

• Consideration campaigns encourage your customers to take action to find out more about your business. The actions are usually clicks that take them to a landing page, or other engagement such as encouraging social actions and views.  

• Conversion campaigns are focused on lead generation and the ability to track actions on your website such as whitepaper downloads or lead generation capture.

Tip: The temptation will be to start choosing your objective right away.  But please remember to name your campaign and assign a campaign group first.

2. Finding the right objective

Here’s a brief description of the available objectives::  

Brand awareness are simple impression-based campaigns. These campaigns are great for top-of-funnel brand building.

Website visits is likely what you’ll choose for getting clicks that take customers to your website.

Engagement is about getting customers to interact with your posts by clicking on your ad, taking social actions (likes, comments, hashtags and shares), or getting more company followers.

Video views gives you the option to bid based on cost per view.  Video will be available as an ad format on other objectives.  However, you will have the option to bid based on cost per view only by choosing video views as an objective.  

Lead generation uses LinkedIn forms pre-filled with LinkedIn members’ profile data.  This is one of the easiest and most effective ways to get leads on our platform.

Website conversion optimizes for actions on your website that you define as valuable, such as downloading whitepapers or filling out lead generation forms. Website conversion campaigns must use conversion tracking.

Two objectives, “Brand awareness” and “Website conversion” are currently disabled and will be available in June 2019. The suggested work around is the following.

1.) Choose “Website visits”

2.) Choose any of the Sponsored Content ad formats (“single image”, “carousel” or “video”)

3.) Choose “automated bid"

4.) Then optimize for “impressions” for “Brand awareness” campaigns or optimize for “conversions” for "Website conversion" campaigns.  

Questions? View our help center.